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"I've always been drawn to things that have an enduring beauty, that are well-designed and well-made." If simple, subtle and streamlined is your go-to fashion formula, then look no further than this Berkeley designer. Erica Tanov launched her first label in 1990 and her fashion and retail experience spans decades. She attended the Parsons School of Design in New York in 1985 and upon graduating, gained further experience working for designer Rebecca Moses in Manhattan. Her first collection was launched soon after and the designer’s preference for slinky slips and delicate camisoles was instantly obvious. Refined fabrics and tiny details are the designer’s signature. She returned to the bay area in 1994 and then launched a retail store in the building where her grandfather used to run his laundry business. After being met with an enthusiastic reaction, she moved to a larger location in Berkeley. In 2010, Erica opened a second store in Marin. Look for feminine styles made with luxe textiles and intricate touches.